Maximuscle
Corporate/Brand Identity Design and implementation costs under £100,000Lewis Moberly
EXECUTIVE SUMMARY
Established in 1995, Maximuscle grew rapidly to become the UK's leading sports nutrition company. In 2004, it sold to new management, backed by Piper Private Equity. Their growth strategy was to relaunch the company/brand, broadening its appeal beyond bodybuilders and elite sportspeople to the wider market.
The new corporate identity, launched May 2005, has re-energised all elements of the marketing mix from pack design and new advertising through to catalogues and website. It has been phenomenally successful, increasing the company's presence, re-invigorating the category and attaining...